Heist studios
Brand, Campaigns &
E-commerce Design
Fashion brand creative production, product launches and e-commerce optimisation for Heist Studios.
OVERVIEW
Heist Studios is a London-based fashion brand known for its innovative tights, shapewear and underwear, sold exclusively through e-commerce.
I joined the company as the sole designer during a period of rapid growth, working directly with the VP of Marketing and the CEO. My role spanned brand, campaigns, product launches, packaging and e-commerce design, delivering creative assets across digital marketing channels as well as retail and out-of-home activations.
THE CHALLENGE
In early 2020, Heist was preparing to launch its first underwear collection — a major step expanding the brand beyond tights and shapewear.
Shortly before the launch, the company underwent significant restructuring while the launch timeline remained unchanged. At the same time, the COVID-19 lockdown made traditional photoshoots impossible, removing access to studios, models and production resources.
The challenge was to create the full visual ecosystem for the launch — spanning product photography, e-commerce imagery and marketing assets — while ensuring the brand could support the campaign across digital channels, packaging and retail touchpoints.
MY ROLE
—
in-house brand Designer
(2019 - 2020)
• Sole designer responsible for creative output across Heist’s marketing and e-commerce ecosystem
• Led visual production for the launch of the brand’s first underwear collection
• Delivered campaign and product launch creative across digital and retail channels
• Designed packaging systems and motion assets supporting new product launches
• Translated UX research insights into UI solutions to improve the online customer experience
• Collaborated with developers to implement improvements across the e-commerce platform
Underwear Launch Campaign
To overcome the production limitations caused by lockdown, I improvised a home studio setup and directed the product photography myself.
Using a mannequin bust and simple lighting setup, I created a full library of product imagery covering the multiple angles required for the e-commerce platform. I then carried out extensive post-production and retouching to refine the images and ensure the products appeared comfortable, premium and consistent with the Heist visual identity.
From this photography, I produced the full ecosystem of launch assets including product page imagery, website visuals, social media assets, email campaigns and animated marketing content.
Many of these visuals remained in use across the Heist website and marketing channels long after the launch.
E-commerce Experience
Working alongside a UX analyst, I translated research insights into interface proposals aimed at improving the online shopping experience.
This included updates to navigation components, product listing pages and product detail layouts. I collaborated closely with developers to implement these improvements within the existing e-commerce platform.
PACKAGING DESIGN
In 2019, Heist undertook a packaging redesign to simplify the number of packaging components across the product range and transition to fully recyclable materials.
Working closely with the operations and supply chain teams, I redesigned the packaging system for tights, shapewear and later the brand’s first underwear collection. The objective was to streamline the packaging structure while reinforcing the bold and distinctive Heist visual identity.
The new system was initially designed for e-commerce distribution and later adapted for wholesale partners, requiring additional product information and imagery on the packaging sleeves.
Black Friday Campaign
For the 2019 Black Friday campaign, I created a series of animated illustrations designed to stand out within the highly saturated promotional landscape.
Using the Heist colour palette and combining illustration, product cut-outs and motion, I developed a set of animated assets adapted for social media advertising and CRM communications.
The campaign visuals were produced within a tight one-week timeline and deployed across Instagram, Facebook, Pinterest and email marketing.
